Catering to Japanese Travellers

We've talked a lot recently about developing packages that cater to tour bus operators, particularly those heading to the Rockies. We know that Merritt is an ideal stop-over, but here is an interesting trend regarding the Japanese market that takes things a step further.

From the Canadian Tourism Commission:

	December 5, 2007
	For years Japan has been one of Canada's most important travel markets, bringing busloads of tourists to snap happy pics of Canada's main attractions. Compared to a decade ago, however, visitors from the Canadian Tourism Commission's (CTC's) second most important long-haul market have drastically declined. Why? This was one of the questions the CTC sought to understand with a recent consumer and travel trade study, "Restoring Canada's Growth/Yield with the Japanese Travel Market". The study found that the needs of Japanese travellers are changing. More confident than previous generations, contemporary Japanese travellers are exploring beyond and far from tour bus windows. No longer afraid to venture out alone, travellers are increasingly choosing independent or more flexible group travel. This new generation of Japanese travellers is looking to go "deeper" into a destination. This means spending time in one region, participating in more activities and getting closer to locals and their way of life. They are keen to experience all the tastes, sounds and sights a destination has to offer. Canada's iconic wilderness spaces such as the Rocky Mountains and Niagara Falls remain important components of a trip to Canada, but contemporary Japanese travellers are more adventurous, looking for higher adrenaline activities like hiking, fishing and kayaking. Equally important, "local flavour-seeking" activities like staying in a nature resort, exploring by rental car, visiting historic sites and even grocery stores were all highlighted as areas of interest by current and future Japanese travellers. This recent study led by the CTC will help tourism providers understand the changing needs of the Japanese market and how to package product for a new generation of Japanese travellers.